Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying Summit
From new-car scents to splurge alerts: How Ally differentiates on experience
At the most recent Detroit Auto Show in January, one of the buzziest booths bottled up new car smells for car fanatics to sample. People could also create their favorite scents by combining smells, and 50 of them later had those bottled smells sent to them. The presenting brand: Ally, a digital bank.
The objective wasn’t to create a new Ally-branded fragrance line, but to give customers a memorable experience of the brand. It’s a way that Ally — which does a lot of auto-financing — tries to makes its marketing as tangible as possible while remaining a digital bank without any brick-and-mortar branches.
Ally is grappling with the lack of a physical footprint by diving into marketing that emphasizes experiences tied to a physical location — whether it’s a memorable scent; a gift sent by a drone; or a geofence-activated alert that tells a customer they’re near the store where they make the most purchases.
Read the full story on tearsheet.co
More in Marketing
Ruggable’s new ad spend strategy shifts focus to ShopMy creators
Ruggable is shaking up its marketing stack, pulling dollars our of Meta and into ShopMy creators ahead of a potential IPO.
Future of Marketing Briefing: The holdcos long, awkward courtship of the C-suite
What holdcos risk when they go over the CMO’s head.
Brands turn to content series and Jimi Hendrix to improve AI search performance
Guitar brand Fender and amp-maker Marshall both recently launched content series aimed, in part, at improving their visibility in AI search answers. It’s part of a greater pattern.